Nation branding as a tool to attract foreign direct investments: a case study of Qatar

Aymen A. Mohib () and Conor Carroll ()
Additional contact information
Aymen A. Mohib: École de Ponts
Conor Carroll: University of Limerick

Place Branding and Public Diplomacy, 2024, vol. 20, issue 3, No 8, 363-377

Abstract: Abstract Nation branding plays a critical role in attracting foreign businesses and, by extension, sustaining countries’ economic development and global competitiveness. Using Qatar as a lens for investigation, this research applied the single, embedded case study method. Purposive sampling with key decision makers in Qatar-based foreign companies representing diverse geographies and industries were used to understand the influence of nation branding on their investment location decision. The findings revealed five key thematic features of Qatar’s nation brand as an investment destination: socioeconomic prosperity, integrated global hub, activist engagement, collectivist culture, and high-end lifestyle. These brand characteristics were compared in relation to the Eclectic Paradigm’s locational advantage and the Anholt Ipsos NBI’s dimensions of exports, governance, culture/heritage, people, tourism, and investment/immigration. The dimensions exerted a strong effect on Qatar’s nation brand and varying levels of influence on FDI attraction. This research contributes to the nexus between nation branding and the FDI literature. Importantly, the results of the study provide useful guidance to government officials, policymakers, and public and private agencies involved in investment promotion. The findings will also prove relevant to foreign investors with regard to their international expansion and location choice.

Keywords: Case study; Foreign direct investment; Investment promotion; Nation branding (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1057/s41254-024-00326-9 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:pbapdi:v:20:y:2024:i:3:d:10.1057_s41254-024-00326-9

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41254

DOI: 10.1057/s41254-024-00326-9

Access Statistics for this article

Place Branding and Public Diplomacy is currently edited by Robert Govers and James Pamment

More articles in Place Branding and Public Diplomacy from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().